ProWine Shanghai 2026
Registration Open
ProWine Shanghai 2026 will be held from November 10 to 12, 2026, at the Shanghai New International Expo Center.
Serving as China’s leading trade fair for wine and spirits, the event is jointly organised by Messe Düsseldorf Group and Food and Hospitality China (FHC).
Registrations are now open for wineries to participate in ProWine Shanghai 2026 on the Australian Wine pavilion.
Please note: GACC Registration and labelling will be required for wine samples to be sent to China for this event.
Why participate?
ProWine Shanghai offers Australian wineries an opportunity to connect with influential Chinese importers, distributors, wholesalers and media to drive awareness and increase export sales of Australian wine. Exhibitors on the Australian Wine pavilion will be further supported by proactive PR activity to further amplify the Australian wine message.
Your business can benefit from participating in this important commercial program by:
- leveraging a powerful national platform to connect your brand with influential Chinese importers, distributors, wholesalers and media
- showcasing your premium Australian wines, whether these be available in market or new-to-market, and generating genuine and valuable business leads
- telling your brand story, and showing how your product fits the opportunity
- familiarising yourself with the China market of today; identifying opportunities for your brand, and getting feedback from trade
- cultivating a deeper understanding of China’s business landscape and culture, and
- extending your own marketing investment by aligning with a greater category-building program presented and supported by Wine Australia.
Participation cost
Winery / company participation costs
- Half booth - AUD $8,500 +GST, up to 8 SKUs
- Full booth - AUD $12,500 +GST, up to 14 SKUs
Full participation cost will be invoiced by our Finance team in August with payment due September 2026.
Important:
- All Exhibitors must hold a GACC registration and have requisite labelling on all samples being sent to China for this event.
- Participants will be responsible for covering costs incurred with wine consolidation/freight, travel and accommodation; these are not included in the participation fee.
- State government funding support may be available for this activity. Wineries are advised to contact their state or regional representatives for further information.
- For eligible Victorian producers, a 50% subsidy may be available through Wine Victoria for Victorian brands being showcased.
State and Regional Participation
If you are a State or Regional representative and are interested in participation, please email asia@wineaustralia.com by 18 July 2026.
Registrations
Please read the Exhibitor Prospectus for more information about ProWine Shanghai 2026.
Participation is at the discretion of Wine Australia. Wineries considering attending should be clear on the realities of doing business in China. It's highly recommended to view the relevant export market guides prior to registering.
Registrations for this activity are open until 18 July 2026.
Participation criteria
Criteria for wineries seeking to participate will include:
- Wineries must have an export license and exporter ID.
- Wineries must have a registered ABN.
- Winery brand wines only. No private labels, bulk wines, export only label, or ‘buyers own brands’ products.
- Brands must be able to demonstrate reasonable, well-established existing sales in Australian domestic market.
- Brands and SKUs must be available in the markets, or, if not available in market, new-to-market and “export-ready”. In this respect, “export ready” means that the Participant, brand, SKUs and labels are compliant with relevant applicable laws/requirements of Australia and destination markets (including as regards relevant mandatory compositional, labelling or registration requirements – including GACC registration so as to enable the lawful export/import/sale of the relevant products in China.
- Preference is for wineries with wide portfolios that have a strong brand story and unique selling proposition (USP) relative to other comparable brands.
- A previous track record of strong scores (90+pt) from publications such as James Suckling, Decanter and James Halliday are preferred but not required.
- A clear (and resourced) export development strategy for the China market.
- Participation may be subject to a maximum number of tables. Wine Australia will represent applicants fairly and endeavour to meet all space requests.
- Participation is at the discretion of Wine Australia. Wineries considering China as an export market should be clear on the realities of doing business there. It's highly recommended to view the China Export Market Guide prior to registering interest.
Contact
For any questions, please email asia@wineaustralia.com.